4550: Integrating Marketing Communications: Part II

Professor Campbell4/12/05

Plan for Remaining Classes• Thursday, April 14

– Guest Speaker: Clay Timon, CEO Emeritus of Landor Associates

• Tuesday, April 19– Exam III (in class)

• Thursday, April 21– Project Prep

Final Projects• IMC proposals due Monday, April 25,

by 12:00 noon (hard copy)• Final presentations: Tuesday 4/26,

Thursday 4/28, Tuesday, May 3.

Plan for next 3 2 sessions• Part I of IMC

– Why is IMC important?– What is IMC?– How does this differ from past

approaches?• The Diamond Mind

– What was the “IMC” plan used by DeBeers?

– How do you respond to this?• Part II of IMC

– How can we make powerful IMC?

Old WayPR

Product

Merchandising

TradeShows

Promotions

DirectMarketing

Packaging

Advertising

Selling/Proposals

“Snorkeler's” IMC

PR

CommunicationIdea

(Advertising)

Merchandising

TradeShows

Promotions

DirectMail

PackagingSales

“Scuba” IMC

PR

Customer-Based Idea

Merchandising

TradeShows

Promotions

DirectMarketing

Packaging

Advertising

Selling/Proposals

The Diamond Mind• Do you believe that DeBeers’ marcom

program is IMC?• If so, which type?

Marcom & Society• Do you believe that marketing

communications can influence society in general?

• What types of influence might marketing communications have?

Important Questions…• Do we have a responsibility to

consider the impact of our marketing communications messages on general society?

• How do we balance this with our responsibility to be profitable?

Decision Framework for IMC

strategy objective tactics budget

PlanningAnalysis

ControlMonitoring

IMC Campaign Planning• Analyze the situation• Define the marketing objectives• Analyze situation and segments• Select the target audience(s)• Define the desired positioning• Establish communication objectives• Select IMC tools• Identify the media strategy and

Determine the creative strategies• Select measurement method(s)• Set the budget

IMC Campaign

A series of marketing communication

messages designed to meet a set of objectives and

delivered over time, through several IMC activities, through

various channels with multiple targets.

Steps in Building the Brand

1. Determine desired customer positions

2. Conduct Brand Audit- “brand inventory” (firm perspective) - “brand exploratory” (customer perspective)

3. Build and Maintain Tracking Systems- marketing communications database- brand equity/meaning tracking

“Brand Journey”• Go through the “life of a customer”• Figure out all the points at which

“touch” your customers• Identify those that are most

important, that carry the biggest weight or impact.

• Make sure these are completely aligned with the key communication points

Integrating the Brand into the Communications Program

• Awareness Building Activities– Advertising – Promotion– Event or Other Types

of Sponsorship– Publicity– Web presence

Integrating the Brand into the Communications Program

• Association Building Activities– Advertising and Promotions

(Tradeoffs)– Sponsorships– Product Placement– Public Relations

• Publicity– Web content– Endorsements

• Celebrities– Corporate advertising– The marketing mix

Integrate Brand Marketing• Zero-based communication planning

– Focus on the task to be done and the best ways and media to accomplish the task

• “Menu” approach to mix– Use different marketing activities for different

tasks and targets– Database development and management

• Whole is bigger than the sum of the parts• 360 view of consumer-brand interactions

– Every brand contact matters!

Tools for Creating Strong Brands

Brand Elements

Name SymbolLogo CharacterPkg. Slogan

Marketing Programs

Product DistributionPrice Communications

Secondary AssociationsCompany Other brandsPlaces Events

Brand Awareness

Brand Associations

Loyalty

Resistance to competition

Larger margins

More elastic for price decreases

Less elastic for price increases

Communications efficiency/effective.

Licensing opps.

Brand extensions

Demands of a Successful IMC Program

• Customer focus• Established marketing

communications objectives• Recognition of IMC as an important

competitive tool• Top-level commitment• Coordination• Flexibility!

Integrated Marketing Communications Outcome

PositionBrand